The buying spree continues for The Estée Lauder Companies Inc., which has just announced the acquisition of Hollywood-based prestige skincare brand GLAMGLOW, known for its fast-acting treatment masks designed for instant camera-ready “red carpet looks.” The acquisition is expected to close in January 2015. Masks have proved to be a fast-growing and popular category in skincare this year.

GLAMGLOW was founded in 2010 by Glenn and Shannon Dellimore, and is a global multi-award winning brand, designed for men and women of all ages and all skin types. It was originally known as “Hollywood’s Boutique Secret” for its ubiquity on Hollywood sets, and is now sold throughout numerous retail outlets.

The current GLAMGLOW line includes five mud-based facial skin mask products, formulated with a patented leaf-steeping technology. Each mask is specifically designed to address a specific skin care concern. In January 2015, GLAMGLOW will launch a new range of “mud to foam” daily cleansers. Additionally, GLAMGLOW offers various limited edition products and gift sets.

“GLAMGLOW represents the ultimate in innovative facial masks,” said Fabrizio Freda, president and chief executive officer of The Estée Lauder Companies. “Glenn and Shannon’s vision – to create easy-to-use, effective products for camera-ready skin – has grown into an incredible success. GLAMGLOW is a top performer in specialty channels and effectively engages its devoted fans across digital platforms. Its unique focus on facial masks strategically complements our current prestige skin care offerings, and we are thrilled to welcome Glenn and Shannon to our company.”

The brand will be overseen by John Demsey, The Estée Lauder Companies Group President, responsible for Estée Lauder, M·A·C, Tom Ford, Prescriptives, Bobbi Brown, Bumble and bumble, Jo Malone London, La Mer, Smashbox, Aramis & Designer Fragrance brands, Le Labo, and RODIN olio lusso.